2009 Yda Communications Survey Report

2009 Young Democrats of America Communications Survey Report July, 2009 Kevin Bondelli Chair Communications and Outreach

About the Survey The survey discussed in this report was created on June 23, 2009 to get feedback from the Young Democrats of America membership on the technology and communications component of the organization. The survey ran from June 23 to July 25, 2009 with a total of 100 completed surveys using the Google Docs Form/Spreadsheet tool. The survey was purely a feedback tool and does not represent a statistically valid sample. Respondents self-selected to opt-in to the survey, and the form was distributed using Facebook and Twitter primarily through my own online network. This is probably why certain states are over-represented while others are not represented at all and why the percentage of respondents actively using Facebook and Twitter is so high. The results from the rating scale questions about YDA's use of certain communication methods were slightly skewed by the inability to decline to answer or state no opinion in case the respondent did not use a certain method and was unfamiliar with YDA's communication with it. This was indicated in the comments of a number of respondents. This report begins by presenting the results of each of the survey questions and concludes with suggestions and ideas submitted by the respondents. The survey itself appears at the end of the report. It is important to note that all but five of the survey responses were completed between June 23 and June 30, 2009, therefore 95% of the ratings of the YDA usage of certain communications methods were based on usage prior to those dates.

Location and Birth Year The distribution method of the survey resulted in the geographic concentration of respondents in certain states, primarily California, Utah, and Arizona. It may be beneficial in future surveys to specifically target underrepresented states and not rely solely on opt-in self-selection. A more representative sample would also require capping the number of respondents from certain states. Despite the over-representation, 34 states had at least one respondent.

Representation by birth year was more equally distributed than by region. The demographic I previously assumed would not be very well represented, those under 18, was surprisingly represented by 8 respondents.

Usage of Online Services

The above graph is an overlay of the online accounts respondents have and use regularly. As mentioned previously, the distribution of the survey link over Facebook and Twitter likely inflates the adoption/usage numbers for those services. Conversely, although MySpace is certainly on the decline, it is probably not as dramatic generally as it is in the above results. Even with the likely usage inflation for Facebook, it is clear that it is the online service of choice for Young Democrats. Ning (ning.com), a service that allows you to create your own branded social networks, appears to have lost most of the initial traction it gained a few years ago. Some services were included in the survey to see how many 'early adopters' responded. These services are Seesmic, a micro-videoblogging site, and FriendFeed, a lifestream aggregator. Only a handful of respondents had accounts on these services that are still primarily used by the tech community.

While a majority of respondents have an account on LinkedIn, it is not an active part of their social media routine. At this point the service does not seem to be a good prospect for online activism with Millennials. The number of active users of YouTube is lower than expected, however the reach of YouTube videos extends beyond account holders since accounts are not required to view videos and many people watch videos embedded in websites, blogs, and Facebook. Only a small minority of respondents actively used social bookmarking sites such as Digg, Reddit, and Del.icio.us. Outside of blogger communities most Young Democrats seem to share most links over Facebook instead.

Blogging Respondents were asked whether they read political blogs, contributed to a political blog, and if they subscribed to blogs using an RSS feed reader.

81% of respondents claimed to read political blogs and 52% maintain or contribute to a blog themselves. While the percentage of blog readers seems reasonable, the percentage of blog content creators is probably artificially high due to self-selection and the networks the survey was distributed through.

The 52% RSS user rate also seems to be inflated, though the technology has been rapidly gaining adoption because of its ease of use and the ability to save time. Respondents were also asked to name their favorite political blog. Responses were extremely varied. Below are blogs that received multiple mentions. Huffington Post, Politics1, Future Majority, Daily Kos, KevinBondelli.com, Politico, Swing State Project, Everyday Citizen, Kansas Jackass, Talking Points Memo, Blue in Red Zion, Calitics, MyDD, Blog for Democracy, Blue Mass Group

Smart Phone Usage 68% of survey respondents use a 'smart' phone, while 30% do not and 2% declined to answer. Among smart phone users BlackBerry is the most popular, with the iPhone in a very close second. Other smart phones (Windows Mobile, Palm, Android, Other) made up only 17% usage combined.

While these numbers are likely artificially high, communications methods utilizing mobile internet and BlackBerry/iPhone applications will become increasingly relevant in the future.

Young Democrats Communications Facebook and Email are the preferred sources of information about the Young Democrats for survey respondents. The leading 'Other' response was word of mouth.

Respondents were asked to rate four channels of YDA communications: Facebook, Twitter, Email, and the yda.org website.

The inability of respondents to decline to answer forced them to rate a communications method even if they do not use that method. A few respondents indicated this in their comments, with 1

(Very Poor) and 3 (Average) being the most common responses in those situations. This mostly affected the ratings of the Twitter account. Poor

Average

Good

Website:

36%

42%

22%

Facebook:

18%

39%

43%

Twitter:

30%

38%

32%

Email:

21%

31%

48%

Respondents are most satisfied with YDA's email communications, followed closely by Facebook. Respondents are most dissatisfied with the yda.org website. The ratings of the Twitter account are spread out evenly, though the ratings are the least accurate. There is room for improvement in all four of the communications methods, with the website requiring the most effort.

Comments and Suggestions Respondents were able to submit text answers to three questions: What would you most like to see on the YDA website? What content do you think YDA should be sharing on Facebook/Twitter? Do you have any comments or suggestions? Here is a sample of the suggestions and comments to each of these questions. Some spelling correction and punctuation has been added to the original comments. What would you most like to see on the YDA website? Updated information, better access to local and state chapters, videos, an easy place for the 'average Joe' to sign up for YDA, and local and state chapters, consistent graphics, links to other allied groups. A Spanish version. Merger between the Demopolis feature set and the static textpattern page. The YDA should really be an aggregator and facilitator of all the great work the chapters are doing. That would mean more viewers and more contents. Think more action oriented and less PR oriented. Updated information about events, issues relevant to YDs, not just the press releases. A focus on local events and news articles about YD's from all over the country. Rich media content from chapters - showcasing more about what locals are doing. Some of the member site documents shared through google docs, pdfcoke or similar service. Perhaps a community calendar where members can submit local events. Links or contact information for state chapters without having to log in to the member site. Sometimes I find it difficult to navigate. I.E. If I want convention/conference details, I have to wait for the image to pop up in that rotating image thing on the homepage. Maybe there's another way to get to that page, but I've never found it. That's really the only reason I visit the website. Other than that, I think its a great page. A more functional interface . Promote more state & local chapter events.

I would like to see the web page more prominently feature local content and more directly relate to our program priorities. Additionally, way more resources for the local chapter (programs in a box, manuals etc). More information about upcoming conventions, conferences, campaign opportunities; more information sooner. More information regarding events and ways to get involved. Direct links to local chapters. Opportunities for connectivity between close geographic YDA chapters. More talking points about issues/policies. More action oriented updates, preferably high lighting local (not necessarily State) chapters, and the action they're taking on issues important to YDA and elections. And more info about Youth voting, and it's importance to the part and news about Young Dems in office. I would like to see it become more user friendly. Have tools we can actually use in our chapters, have the constitution and bylaws, etc. I would like to see more things I can get involved in locally. Dynamic content that talks about projects YDA is doing from all over the country, potentially state guest blogs that could be posted throughout the month... updates on progress, registration, actually measurable successes. More organization, get rid of broken links, more updated links, etc. What content do you think YDA should be sharing on Facebook/Twitter? Weekly messages from "The Pace" on what other chapters are doing, updated information, etc. Events, petitions, and calls to action. Updates from chapters; action items; news links, etc. Feed me info when chapters, state or local, do a really successful event. Show me pictures I can share with folks and give contact info for the organizer(s) so we can track them down and chat with them if we want to duplicate the event. Chapter accomplishments, young candidates, national call to actions, etc. Action alerts, continued info about events as is currently being done, critical updates (like the one about Liberty University).

Action alerts, and convention news. Anything that people at the local level would be interested in...don't assume that the state chapter is communicating to the local chapters. If there is some YDA campaign or program going on, post about it (maybe you already do this? I don't really follow YDA on Twitter or FB). Events from different chapters, the Democratic Party talking points. As much as possible. I think many people follow YDA on Facebook and Twitter who never go to the main website. We have the same thing happen with our local chapter. We are trying to add calendars and blog content to our website to increase traffic, but for now we do a lot w/ Facebook. What local chapters are doing, mainly. And then, any action alert, all our blog posts, and info live from conferences. Information about upcoming conventions, conferences. Daily Updates of what YDA is up to. Relevant news, state projects, and YDA events. Events regarding state chapters. State content, events, campaigns (local and federal). Talking points and youth voting information. Local/state chapters should do a better job sending in updates for RT. We should do surveys. Accomplishments of local chapters, legislative updates on our issues, and news about Young Democrat elected officials. Openings and job databases. What is going on in different states (ie community service; elections) so YDs in each state can get involved. Regional events and issues states are fighting with in their state. Something more interactive, like taking surveys. Calls to action, updates on bills YDA/young people are involved in, etc. Give people an outlet to do something. Information about current events from a young person's perspective.

Do you have any comments or suggestions? There needs to be more coherence between the chapter's social media. Not in one-sizefits-all messaging, but in accessibility (aggregated) and standards (RSS, etc). There are so many chapters doing so many different things that it's hard for the national leaders to keep up with it; now imagine how hard it would be for anyone less committed--that is, anyone else. I would like to see much more communication between YDA and its state and local chapters. How about having a monthly E-newsletters (it's free and you stay in communication with the membership and it shows you care besides election time), much more coordinated national campaigns for instance organized lobbying for t he current healthcare debate. Get us working out here for change. I really really love Democracy For America's Night School training programs. YDA could do the same thing or could promote the trainings. The biggest problem I have found involving people my age, is they need something to do that they can "own". By teaching skills instead of just distributing information, we can make more leaders. I really like how the DFA's night schools are podcasted and then can be viewed at the viewers leisure. YDs are often not rich enough to attend your national conferences (at least the ones in Idaho, who I know, which is just about all of them) so more video/podcasts of conference events would be awesome. I would love it if the speakers from the YD conferences were podcasted since I cannot attend the events. I would download them on my itunes/ipod and then listen to them later. It was a podcast from DailyKos with Howard Dean that really cemented me as a Democrat. We may pick up some new members, or cement activists to the party through easy bits like this. Well, not so easy, but with YDA having a techie just for events to gather the videos and sound bits, we could get a lot back with minimal effort. One suggestion - for YDA as a whole - we need a National Newsletter - something that each State can contribute to that allows those members not able to make it to conferences/conventions to still feel as if they can contribute to the organization... more online content in general will help that problem, but an online newsletter will keep everyone informed and feeling more connected... perhaps with the option to have it mailed to you if internet connectivity is a problem?

Lessons for Future Surveys Survey forms should be distributed to a larger pool of respondents across more avenues of communications, specifically MySpace and email. State and local chapter leaders should be encouraged to distribute forms to their membership. Rating questions should not be required for completion or should allow for an N/A response. The most valuable information from the survey responses came from the write-in comments from the respondents. Future surveys should continue this practice.

Appendix: Survey Form Questions YDA 2009 Online Communications Survey YDA Communications and Outreach Committee Kevin Bondelli - Chair Please complete the following survey to help improve YDA's communications. Please answer honestly. * Required State/Territory* [Dropdown selection: state/territory abbreviations] Year of Birth* [Dropdown selection: 1973-1996] Which of the following online services do you have an account/profile? * [Check all that apply: Facebook, MySpace, Twitter, Windows Live, Ning, LinkedIn, FriendFeed, Google, Flickr, YouTube, Seesmic, Digg, Reddit, Del.icio.us] Which of the following online services do you use regularly (Once a week or more)? * [Check all that apply: Facebook, MySpace, Twitter, Windows Live, Ning, LinkedIn, FriendFeed, Google, Flickr, YouTube, Seesmic, Digg, Reddit, Del.icio.us] Do you read political blogs? * [Radio button: Yes, No] If yes, which do you read most frequently? [Text input field] Do you maintain or contribute to a blog? * [Radio button: Yes, No] Do you subscribe and read content through RSS feeds? * [Check box: Yes, No]

Do you have a "smart" phone? i.e. iPhone, BlackBerry, Palm [Radio button: Yes, No] If yes, which type of device do you use? [Radio button: iPhone, BlackBerry, Android-based, Palm-based, Windows Mobile-based, Other (Text input)] Where do you primary find out about information for the Young Democrats? * [Radio button: Facebook, Email, YDA.org, Twitter, Other (Text input)] On a scale from 1 to 5, how would you rate the usefulness of the YDA website? * [Radio button scale: 1 (Not at all useful) – 5 (Extremely useful)] On a scale from 1 to 5, how would you rate the quality of content on the YDA Facebook Page? * [Radio button scale: 1 (Very Poor) – 5 (Very Good)] On a scale from 1 to 5, how would you rate the quality of YDA's tweets on Twitter (@youngdems)? * [Radio button scale: 1 (Very Poor) – 5 (Very Good)] On a scale from 1 to 5, how would you rate the quality of the emails you receive from YDA? * [Radio button scale: 1 (Very Poor) – 5 (Very Good)] What would you most like to see on the YDA website? [Text input] What content do you think YDA should be sharing on Facebook/Twitter? [Text input] Do you have any comments or suggestions? [Text input]